Aldi: there’s an app for that

Impact Report 2016

Aldi, a global supermarket chain with operations across nine countries, has experienced rapid growth through its focus on quality and value, and continues to expand through an ambitious store opening programme in the UK. However, with much of the market growth in retail being concentrated online, Aldi recognised that without an ecommerce offering, it could not fully serve its customers, and risked losing out to increasingly intense competition in the retail market.

In December 2014, Aldi asked us to advise on delivering the online platform it needed to launch its new ecommerce business. Over the course of the project, more than 100 Deloitte people worked at various points alongside Aldi’s team to plan, shape and build the discounter’s ecommerce platform. The offering is designed to serve both online and store customers and attract them to Aldi’s proposition of quality, simplicity and value. We supported Aldi in the management of the overall delivery of the new business, helping secure a successful and on-time launch. We also produced new mobile apps, creating a fresh way of engaging customers directly in Aldi’s Special Buys proposition, with seamless integration from customer browsing to product purchase.

Aldi’s new business launched in January 2016, and has since been trading above target. The group now has ambitious plans for the future of the new channel, and we continue to support Aldi on this journey. This includes further enhancements to, and management of, the online platform and mobile apps.

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